Brace yourself: last minute shoppers expected

TRADERS are gearing up for a last minute shopping dash by Reading's gift hunters as the final countdown to Christmas gets under way.

Shop bosses say a boom in on-line shopping has meant town centre tills haven't been ringing

as often as usual, but they are expecting that to change this week.

And despite retail price inflation rising to around three per cent, early signs show shoppers are only spending one per cent more than last year.

Shop bosses hope an end-of-week Christmas Day means people have taken an extended holiday to stock up on presents, booze and food.

And within hours of store doors opening yesterday managers were already reporting their busiest morning of the festive period.

Neil Scott, from Debenhams in Broad Street, admitted customers had been more "relaxed", but explained shoppers were starting to go wild in the aisles.

He said: "Every year we see the rush come later and later and this year is no exception. Customers have been very relaxed."

Mr Scott said the onset of internet shopping could have helped shift the pressure from the shop floor to the keyboard - but that was about to change.

He said: "Delivery dates have been passed, so we now expect shoppers to come back to the high streets in the next few days. But shoppers are also being far more considered and price sensitive. They tend to know what they are looking for."

It's a sentiment echoed by the town's small traders. Sarah Richmond, from Heavenly Shopping in Union Street, agrees people are being more careful.

She said: "I think people are feeling the pinch… it's been very bitty. People will come in and put a £5 gift on their credit card, because they just don't have the cash."

But The Oracle is still proving to be one of the biggest draws for present seekers, with the complex preparing for a bustling last couple of days.

Steve Belam, customer relationship manager, said the centre's 2,500 car parking spaces have filled up before 11am during the last couple of days.

And Judy Wing, from Nature's Gift in Harris Arcade, also expects custom to pick up in the run-up to Christmas Day.

She said: "People may have been paid on Friday and that could affect things. We also tend to find January fairly busy."